The Dutch summarize Valentine 2003 as a  very nervous behavior. Where expectations were high  it turned out to be disappointing and in other places they were pleasantly surprised. Many growers, and wholesalers targeted  Tuesday Feb.11 as their target day and on that specific day prices fell. It was to be Friday Feb.8 that had very strong prices, and Monday Feb. 10 that turned out to be the strongest selling day. Many wholesalers were stuck with hugh amounts of flowers which forced them to lower prices, even lower than what they had bought it for.This immediately affected the whole European market and prices dropped to a low point. This radical behavior forced growers to send less flowers in expectation for the markets to pick up. The market was now receiving older flowers from stock, and in those places that these flowers showed up retailers and end users lost confidence in their suppliers.Compared to last year which was excellent this year was a disappointment. There were flowers that kept their price and in the new roses varieties they even toppled last years prices.Gerbera.Aniturium and Carnations did well.The bouquet flowers, such as Sunflowers,Hypericum, and Solidago arrived at large volumes and prices dropped.

Belgium-were satisfied with high prices on the whoelsale level.No stock was leftover the weekend

France-on the other hand were completely dissatisfied.Paris was half empty with many Parisians taking their winter vacation.The cold spell completely eliminated the corner vendors, and very low quality from Ecuador also contributed to the downfall.

Spain -was satisfied with high prices and good quality especially from the local growers.

Italy-was neither here nor there with quantities and prices the same as last year

Switzerland-reported a good holiday.

Austria- claims that quantity was good prices were generally lower than last year.

Czech-was so cold that to this date no report was handed in.

Norway-which celebrates mothers day in early February was surprisingly active in Valentine in the cities. Now after two flower holidays the market is dead.

England which is a very important market had a very strong market and most of the fresh production poured to the UK.

 

And one important note Chyrsanthemums will again be allowed from Holland to the USA starting 1 March.after an agreement was reached where each grower will be inspected and receive special permission Only those growers working closely with the Dutch department of agriculture will receive the certificate that they are clean from the Japanese wilt.

Here are a few marketing highlights that I have put together from different sources

 

Definitely very interesting information.

 

In a statement to the press the Dutch agricultural wholesalers association which only a few months ago incorporated the Dutch flowers wholesaler association BGB announced that they do not expect  any significant growth of exports of potted plants and cut flowers from Holland for the year 2003. They also explained that the 5.6% rise in 2002, was mainly because of monetary reasons, a stronger Euro.

 

In India in Tamil-Nadu the local government has decided to invest heavily in infrastructure for the horticulture industry. This will encourage large scale growing capabilties. The growers can produce very good quality flowers but because of bad infrastructure the flowers arrive to the market in bad shape says the government spokesman in Madras.

 

In a survey to try and determine why Europeans buy flowers and what characterizes the buyer of flowers in the EU (European community), here are the results.

 

40%-50% are bought as presents. 20%-30% is bought for decorating special occasion. 20%-25% household. Over 60% are bought in the specialty flower shops. 80% of the flowers are bought as individual variety and only 20% are flower arrangements. Most flowers are bought by Women in the 40+, middle class income and in the cities. In the +/-30 age there is a significant drop. The survey stresses that today's young couples are much less at home, they have smaller children then a generation ago, and therefore they have to place the plants/flowers in a safe place away from the young.

 

The public sector is quoted as being very dominant in buying flowers, both as a gift to the workers, or to decorate the office. No percentages are mentioned but most of the companies buying horticulture are non-profit organizations.

 

More Marketing Potpourri next week

 

Every Agricultural community has an open day every once in a while. It could be a farmers market, or a happening, or a hugh sale, or just one big party.

 

Here in the Arava we have an open day every year at our experimental station. And what an open day it is. A real Party, Growers, extensions officers, or just curious people from all over the country come and visit.

 

For the local growers (500 in number) it is an occasion to see the new varieties that are being tried out. Both in the vegetables, and flowers. Of course this is also a time to catch up on who's who and what's what.

 

For the local extension officers and the people involved in research this is the time to explain what they have been doing,show their results or at least what they think and understand. Growers and researchers discuss various problems they encounter, or ideas they would like to address. And all is done in a relaxed atmosphere.

 

The high school is very much involved, with kids given assignment by the biology teachers, or a study to be done, a survey, or as was the case this year a competition of the best stand. Each grade received fruits,vegetables and flowers that are specific for this area, and they had to set it up as an attractive stand. The winning class received prize money  to be donated to an establishment of their choosing.

 

And of course there were the agro-companies, agro-equipment, nurseries, fertilizers, irrigation, you name it they were all there. Farmers eagerly looking at what new in technology,discussing different solutions for different problems.

 

Outstanding this year were the brand new organic experiments. Unbelievable results in such a short time. There were vegetables, and fresh herbs that looked exactly like their conventionally grown brothers. If these results can be duplicated over a three year period I have no doubt many growers will begin to seriously go-organic.

 

Our minister of agriculture Zipi Livni came and showed a lot of excitement. And why not she is the first woman-nonagricultural minister we have had. For her everything was new and overwhelming.

 

 

Over a nice cup of tomato soup, or just a cup of coffee over at the food stand eager participants of the open day in the arava finished their visit. It definitely was a great success. And now we can only hope that this peaceful and elegant event spread its wings on all the rest of our troubled land.

 

It's been a tough week for all of us who care about humanity. Pushing the frontier of space exploration, our craving for knowledge has paid a heavy price.
 
Stephen Hawkins in his book "A brief history of Time" tries to explain the process of man's thinking about space. Was there a beginning of time? Could time run backwards? Is the universe infinite or does it have boundaries? The secrets that lie in the heart of space and time would not have been revealed by one more manned space shuttle, but it would come one step one very small step closer. 7 astronauts are dead, Wives, Husbands, Children, Parents and friends will forever stare into the sky and ask one more question. Why?
 
As a flower grower I have learned that my product is associated with so much joy: Weddings, Reunions, Proms, a lover handing his loved one the gift of a flower...
 
But also the overwhelming grief of death.
 
If ever a "producer" of a product could make a wish I would have liked to make one:
 
For every flower of grief may there be a million for joy.
 
I bow my head in sadness.
 
Eyal